Nielsen BASES: Pro Bono Minority Business Consulting

NIELSEN BASES: WHO WE ARE

Nielsen BASES works with our clients to maximize the potential of their innovation efforts leveraging a combination of advanced predictive analytics, proprietary benchmark data, expert advice, and technology. At BASES, we recognize that not all innovations are created with the same goals in mind. Some new products are meant to be the next category-changing innovation, but others are launched to capitalize on a trend or as routine innovation. With varying goals in mind, the key to maximizing the return on innovation is pairing the right innovation with the right activation strategy. We are clients' best partners to maximize return on innovation with tools to help organizations understand the potential of their innovations and how to best realize that potential through activation.

PRO BONO MINORITY BUSINESS CONSULTING INITIATIVE

Restaurant Industry Success

The Nielsen BASES Pro Bono Minority Business Consulting Initiative is an opportunity for BASES to lend our innovation-focused research solutions and expert consulting to minority-owned businesses on an ongoing basis.

 

The objective of the initiative is to treat our pro bono clients exactly the same way we treat our paid clients. When our clients hire us, they seek and expect the full depth and breadth of the capabilities that BASES has to offer. We are passionate about the cause of supporting minority businesses. The resources available to deliver the work extend far beyond that individual and their capabilities. For us, this means deploying teams full-time and leveraging our service delivery capabilities. Each project will be designed to address business-related challenges or opportunities within the organization such as growth planning, design, pricing/promotion, etc. from a strategic lens.

 

Example objectives that may be explored via this initiative include building a story to sell a product into retailers, optimizing package design, building a business case for financial investment, or strategizing to be acquired.

 

PROJECT OVERVIEW

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How Do I Apply to be Selected for a Project?

  • Step 1:Potential clients are encouraged to review the initiative’s website, and frequently asked questions prior to submitting an application.
  • Step 2: Navigate to the bottom of this webpage to the “Click Here To Apply for a Project” button. You will be directed to the application
  • Step 3: Within one month of completing the application, the Nielsen BASES team will review the application select and meet with finalists and select the client within one month post the application deadline. The selected business will then begin the client engagement process outlined on page 5.

FREQUENTLY ASKED QUESTIONS

What Types of Businesses are Eligible to Apply?

  • Businesses which are at least 51% owned, operated, and controlled on a daily basis by one or more (in combination) American citizens of the following ethnic minority: 

    • African American

    • Asian American or Pacific Islander (includes West Asian Americans (India, etc.) and East Asian Americans (Japan, Korea, etc.))

    • Hispanic American - A U.S. citizen of true-born Hispanic heritage, from any of the Spanish-speaking areas of the following regions: Mexico, Central America, South America, and the Caribbean Basin only. Brazilians (Afro-Brazilian, indigenous/Indian only) shall be listed under Hispanic designation for review and certification purposes.

    • Native American, including Aleuts

  • Must be a profit enterprise and physically located in the U.S. or its trust territories.

  • Management and daily operations must be exercised by the minority ownership member(s)

If I am not Selected for a Project, Can I apply Again in the Future?

Yes, absolutely! We want to serve as many minority business clients as possible but we won’t always have the capacity to work with all applicants. We encourage you to re-apply to have your business considered for a project in the future.

What Does the Typical Client Engagement Look Like?

The project engagement timeline will vary depending on your business objectives and the scope of the work outlined. Most projects will last about 6 to 8 weeks from the first point of engagement to the final deliverable. 

When is the Application Deadline?

We have four application deadlines throughout the year, one for each quarter. The most current application deadline will always be posted at the bottom of the webpage under the application link.

How Many Projects Do You Take on Annually?

We open a new application for project requests each quarter. The number of pro bono clients and projects we take on will vary by season. 

CLICK HERE TO APPLY FOR A PROJECT TODAY!

FALL 2020 APPLICATION DEADLINE: OCTOBER 2, 2020, 11:59 ET

Nielsen Innovation

Solutions Overview: Restaurant Capabilities

Discover a Compelling Proposition

Solution Quick Screen Rank and Sort Idea Screen
Study Type Idea Ranking Idea Ranking Idea Qualifying
Purpose Quickly Rank Ideas plus Guest Feedback Rank Ideas with Feedback across multiple occasions Evaluate & Qualify Ideas to Take Forward
Deliverable Online Results in Nielsen Studio (No Report) Full Report + Strengths & Weaknesses in Nielsen Studio + Data File Report + Data File
Factors Included 2 Factors
• Need/Desire
• Attention Catching (Uniqueness)
Note: ideas are ranked relative to each other; no database comparison
ADDITIONAL Strengths & Weaknesses Feedback Module
2 Factors
• Need/Desire
• Attention Catching (Uniqueness)
Note: No database comparison
ADDITIONAL Strengths & Weaknesses Feedback Module
4 Factors
• Need/Desire
• Advantage
• Distinct Proposition
• Attention Catching
Note: INCLUDES database comparison
Diagnostics No Diagnostics No Diagnostics No Diagnostics
Forecasting No Forecast No Forecast No Forecast
Timing
(may change based on target groups)
~24 Hours from Lockdown to Results ~10 Business Days from Field Start to Results ~15 Business Days from Field Start to Results

Develop a Compelling Proposition

Solution Quick Screen Snapshot Optimizer BASES I
Study Type Concept Screen Concept Screen Concept Optimization Concept Evaluation
Purpose Prioritize Concept(s) to Take Forward Prioritize Concept(s) to Take Forward Optimize Concept Variations into a Full Proposition Qualify & Size the Concept, with Rigor
Deliverable Online Results in Nielsen Studio + Simplified Report + Exported Verbatims File Full Report + Data File + Verbatims File Full Report + Data File + Verbatims File Full Report + Data File + Verbatims File
Factors Included 6 Factors
• Need/Desire
• Advantage
• Distinct Proposition
• Attention Catching
• Credibility
• Acceptable Costs
6 Factors
• Need/Desire
• Advantage
• Distinct Proposition
• Attention Catching
• Credibility
• Acceptable Costs
Optimize to Top 3 Concepts AND 6 Factors
• Need/Desire
• Advantage
• Distinct Proposition
• Attention Catching
• Credibility
• Acceptable Costs
8 Factors
Snapshot Factors +
• Message Connection
• Clear/Concise Message
Diagnostics Limited Diagnostics Limited Diagnostics Limited Diagnostics Detailed + Custom Diagnostics
Forecasting OPTIONAL Simplified Forecast Add-On OPTIONAL Simplified Forecast Add-On OPTIONAL Simplified Forecast Add-On Detailed Forecast Included
Timing
(may change based on target groups)
~10 Business Days from Lockdown to Results ~20 Business Days from Field Start to Results ~35 Business Days from Field Start to Results ~30 Business Days from Field Start to Results

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